Flatbread Sandwiches Break Menu Barriers

By menuing these items, Dunkin’ Donuts bet on a collection of trends: the perennial appeal of sandwiches, the continued desire for toasted sandwiches, the broadening appeal of flatbreads, and portability in general. “We went with flatbreads because we wanted to create a menu category that has longevity,” says Frankenthaler. “Think of wraps. What was once tortillas or burritos are now wraps. Flatbreads are the next evolution of wraps and paninis. They can be open-face, they can be sandwiches, they can be any combination of flavors and they certainly can be toasted.”

In its 2008 “Sandwich Consumer Trend Report,” Technomic, Inc., Chicago, found nearly a third of consumers purchase more toasted or grilled sandwiches today than they did two years ago, and one in four consumers would purchase more toasted or grilled sandwiches if they didn’t take longer to make than cold sandwiches.

To facilitate speedy toasted turnaround and the ease-of-operation required of QSRs, Dunkin’ Donuts introduced an entirely new cooking platform, Turbo Chef ovens, using patented technologies, to create an “oven-toasted” result. Compared to traditional convection or straight microwaves, the foods cooked in these ovens naturally remain hotter longer, “which is appealing to customers,” says Frankenthaler. “We needed even cooking throughout the flatbread. We needed caramelization of meats and crisping of breads, and we needed all that to happen quickly.” The sandwiches turn around in well under two minutes, toasted to order.

And although the turkey, cheese and bacon flatbread is the most popular choice across all units, the egg-white and turkey-sausage flatbread tells the most-compelling R&D story.

TENDER IS THE BITE

In its quest to provide better-for-you choices in its oven-toasted platform, Dunkin’ Donuts tapped two egg-white omelets, one with turkey sausage and one meat-free option. “Consumer perception of egg whites is that they’re bland and rubbery, but better for you,” says Frankenthaler. “We had to overcome those challenges. Omelets became the solution. By vigorously aerating the egg whites, we made them more tender. By loading the omelet with inclusions, they became more flavorful. Omelets also answered the portability issue for the flatbread.”